brand management presentation

E A R P E A C E - B R A N D P L A N

BRAND BELIEVERS

AGENDA

1 . P R O J E C T O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N

5 . R E C O M M E N D A T I O N S

AGENDA

1 . P R O J E C T O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N

5 . R E C O M M E N D A T I O N S

PROJECT OBJECTIVES

• Create a new category - stylish, high quality earplugs that can be used at loud music venues and night clubs to protect the ears.

• Create a brand image for ‘EarPeace’.

OUR PROMISE

• At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears.

RESEARCH METHODOLGY

• 2 Focus Groups

• 12 participants

• Visited night clubs at least once a month

• 2 Surveys on Campus

• 30 respondents

• Brand Essence, Name & Tag line

• Online Survey

• Question PRO

• 236 Survey Respondents

AGENDA

1 . P R O J E C T O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N

5 . R E C O M M E N D A T I O N S

HEARING PROTECTION MARKET

Types of Earplugs

• Elastic earplugs

• Viscous earplugs - custom fit

• Solid earplugs - musicians, custom molds

HOW LOUD IS LOUD?

Sleeping, Reading

disruption > 30 DB

ear plugs used to block

sound

Sound Level <50 DB)

HOW LOUD IS LOUD?

Loud Night Clubs / Concerts

Sound Level = (90 -110DB)

Factories

Sound Level > 110 DB

ear plugs used in Loud

Night Clubs / Clubs

Sound Level = (85 -110 DB)

Ear Muffs

WHO CURRENTLY PROVIDES HP

MajorCompetitors

PriceImage

ER 20 High Fidelity Hearing Protection

Etymotic

MusicSafeFrom

Alpine

$12 a pair

ER 9, ER 15, ER 25.Musician Earplugs

Etymotic

$150 - $200 a pair

$24.95 - 1 pair + 1 spare

$1 a 1 pairFoam Ear plugs

CONSUMER'S PERCEPTION ABOUT EAR PLUGS

• OLD FASHIONED

• FOR OLD PEOPLE

• FOR NOISE REDUCTION

• USED NORMALLY IN FACTORIES

• CHEAP

SURVEY RESULTS - CURRENT SITUATION

• 75% - have not seen

• Only 16% - think earplugs are used at loud music places

• Only 10% - think earplugs reduce sound and not quality

• Only 18% - have used earplugs at loud music arenas

• Top 2 reasons for not using earplugs at loud music arenas

• “It looks stupid”

• “cannot hear others when wearing it”

Inference:

• Very few consumers have tried / know about earplugs that are specifically designed for Loud music arenas.

• Image Conscious

CONSUMER’S NEEDS

• 62% - wished to have earplugs at loud music arenas but Only

18%of the respondents have used earplugs at loud music

arenas.

• 99% - agreed that loud music may cause hearing damage

• Top three features that respondents wished to have in earplugs

• compact size

• comfort

• reducing sound without compromising quality

Inference:

• There is a need for earplugs among the consumers.

• Awareness about the category of earplugs that is used in loud music arenas is low

AGENDA

1 . O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N I N G

5 . R E C O M M E N D A T I O N S

EARPEACE

EARPEACE - FEATURES

• Solid Earplug

• Sound reduction by 20DB in the range 90-110DB

• Reduces sound without loss of quality

• Compact - Almost invisible to others

• Soft - Comfort

• Color matched to the user’ skin

• Available in a sleek attractive package

EARPEACE - BRAND ESSENCE

( WE WISH TO TAKE TO)

• FUN

• STYLISH & COOL

• PARTY HARD

• COMPACT

• HANGING OUT WITH FRIENDS

AGENDA

1 . O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N

5 . R E C O M M E N D A T I O N S

SEGMENTS - US ONLY

Rural/ UrbanGeographic Segmentation

Age 20-29

Age 30-39

Age 40 +

Age < 20

Age Group / IncomeDemographic Segmentation

Health / Image ConsciousBehavioralistic Segmentation

Income < $50,000

Income > $50,000

TARGET SEGMENT + POSITION

Primary Target = + Age 30-39 +

Positioning Statement:

For Image and health conscious educated adults in 30-39 age group with income greater than

$50,000 living in urban areas, who need hearing protection, ‘EarPeace’ is the Hearing Protection

device, that provides protection with a style. Unlike Alpine and Etymotic, ‘EarPeace’ strives to be a

lifestyle product in consumers’ nightlife.

Health / Image conscious consumerIncome >$50,000

AGENDA

1 . O B J E C T I V E

2 . H E A R I N G P R O T E C T I O N M A R K E T

3 . E A R P E A C E

4 . S E G M E N T , T A R G E T , P O S I T I O N

5 . R E C O M M E N D A T I O N S

RECOMMENDATION GUIDELINE

HP Market

Ear plugs for blocking the

sound

Ear plugs for use at

Factories

Ear plugs for use at Loud Music

Place

Stylish, cool ear plugs for use at

Loud Music Places

Growing the category

Objectives : Creating a

Brand Image

PRODUCT - NAME & TAGLINE

• Focus Group • Poll• L&M Technique / 10 Measurement Criteria

• Only 10% - think earplugs reduce sound and not quality

Creating a Brand Image

LIFESTYLE - FOR MEN AND WOMEN

• Packaging• Engraving• Key Chain

Creating a Brand Image

PRICE / DISTRIBUTION

• $25 a pair

• Psychological pricing strategy

• Sold at prostyle.com, convenience & electronic store - Best buy, fry’s electronics and loud music arenas

• Not to be sold at other online stores such as earplugstore.com

• Also sold in vending machines at Loud music venues - $15 a pair with out the premium packaging. ( Test it out )

Creating a Brand Image

MARCOM

• Website - protsyle.com

• Google Search Ads

• Banner ads / Affiliate marketing / Product Reviews

• Facebook Application - Ads

• Print Ads

• Brand Experience Booths

• At loud Music Places - Point of Use

Protection with a Style

Musicians wear it. Why not you?

Endorsements from Jack Black, Joe

Satriani

Consumers communicating to

each other.

Calendar of Music events

Music

Face book Application

Price : $25

Product Hearing Loss About US Contact US

Email id

News letter updating the music events

Zip code

Want to know about the music events in your place?

Growing the category

Prostyle.com

Creating a Brand Image

GOOGLE SEARCH ADS

Search Paid Ads

Search Engine Optimization

Creating a Brand Image

BANNER ADS / AFFILIATE MARKETING

/ REVIEW

Creating a Brand Image

Growing the category

FACEBOOK

• Our Target Market - 30-39 active in Facebook

• Live nation application - lets Music Fans Track Tours, Buy Tickets

• Placing ads on the event list board Creating a

Brand Image

VIRAL CAMPAIGN

• “I care for you” viral Campaign

• Endorsement from pop singers, film artist and real people

• Youtube, Veoh, Hulu etc

Growing the category

PRINT ADS

Creating a Brand Image

BRAND EXPERIENCE BOOTHS

PROSTYLE

PROSTYLE

• Placed in concerts, nightclubs

• Trial

• Create Brand Awareness

Growing the category

Creating a Brand Image

AT LOUD MUSIC PLACES

My ears are safe. Ask me how?

My ears are safe. Ask me how?

My ears are safe. Ask me how?

My ears are safe. Ask me

• Employee Safety

• Sponsoring the music bands.

• Co - branding with premium beers - Buy one and get one beer free

Growing the category

Creating a Brand Image

ACTIVITIES HELPING IN PURCHASE DECISION

Perceiving a need Information Search Evaluation of Alternatives

Purchase decision Post-purchase Behavior

1. Google Search ads

2. SEO

3. Display Ads

4. Affiliate Marketing

1. prostyle.com

2.Facebook Appln

3. Free Trials / Promotions

4. Endorsement

5. Viral Campaign

- I care for you

6. Brand Experience booths

7. Discussion Forum

1. Online - prostyle.com

2. Convenience store

3. Best buy,

4. In the loud music arenas

1. Discussion Forum

INTEGRATED MARKETING - ONE VOICE

EarPeace

Price$25

Place

Promotion

IMC

EarPeace is a

Cool,

Stylish,

Lifestyle,

hearing protection,

Product used at

Loud Music Places

TEST MARKET

• California as the Test Market

• Trials = 25,000

• Target Segment who go to Loud music clubs = 2.7 Million (Income + Age)

• Our Promise = 25% = 675,000 -> EarPeace - Cool, stylish earplug

• 63% wished to have earplugs = 1.7 Million

• Buyers = 5 %(1.7 million) = 85,000 => Revenue =$867,000

WE BELIEVE

• At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears.

Professor Ettenson

Jay Clark

Judges

236 + 30 - Survey Respondents &

12 - Focus Group Participants

THANK YOU

NOW, WE ARE READY FOR QUESTIONS!!!

BRAND

BELIEVERS